Watts Equipment founder saw Valley's potential

MANTECA - Something all farms and commercial warehouses have in common: They all use forklifts.

Jennie Rodriguez-Moore

MANTECA - Something all farms and commercial warehouses have in common: They all use forklifts.

San Joaquin County was the right place to launch a business that would meet that need, and the late Virgil Watts knew that when he opened Watts Equipment in 1967.

As warehousing expands in the county, the three-generation family business is growing with industry, becoming a multimillion-dollar enterprise.

"In the state of California, if you drop a pin, this is the center where (Highway) 99, (Interstate) 205 and I-5 all meet," said company President and Chief Executive Officer Shirley Perreira, indicating the county is conveniently located for product distribution.

"I think he saw that there was going to be more here than just farming," Perreira said. "But anyone who does business here knows that this Valley is run on times of the year when the nuts are coming, the tomatoes, the cherries, the peaches, the apples. We have some of the largest production here, so I think it's something to be said."

Most people - locals included - don't realize that Lodi is one of the largest producers of wine, Perreira said. Dozens of wineries offer a variety of tastings.

"There's a lot to be proud of in this Valley," Perreira said. "We're so lucky to go into all these different warehouses and see what is happening."

The company had a modest start, and it grew slowly. It is now a leading local supplier of Toyota and Crown forklifts, warehouse racks, modular offices and the fairly new personnel movers, a smaller alternative to golf carts.

V. Brock Watts, the founder's son, took over in the late 1980s, continuing his father's legacy and leading the company into technological advances.

"I've always been good at sales," Watts, 63, said. "It's always been about helping other people, getting a great group of people together and building a company."

The company has benefited from the expansion of Amazon distribution centers, Diamond, Crate & Barrel and numerous other centers that have popped up in the area in recent years.

"You've seen the growth in Patterson and Tracy of the big boxes coming in, and so you're looking at hundreds and hundreds of pieces of equipment inside of there," Perreira said. "If it's in a warehouse, we sell it."

Today, operations at Watts are run by Perreira, while the family's third-generation leader is being groomed to take over in about 15 years.

Watts and his wife, Marolyn, 63, reside in Woodbridge and also are partners in the Wine and Roses Hotel and Spa and the Rosewood Bar & Grill. Both establishments are in Lodi.

The couple have a son, Christopher Watts, 32, who lives in South America realizing his goals in international business, and a daughter Lindsey Burnham, 29, who recently had twins. Lindsey's husband, Blake Burnham, 32, is working his way up the ranks at Watts Equipment to be the next company head.